|Credits: Zegna, RBL|
Masculinity is a state of mind, not a set of given rules. One that takes on different meanings and includes many qualities, both expected and not: courtesy, politeness, patience, vulnerability, wisdom, eccentricity. A purveyor of timelessly modern clothing to generations of men over the last one hundred and ten years, Zegna has adopted an ever-evolving mindset. Now the brand seeks to encourage an open conversation around what makes a man today.
Zegna’s desire to facilitate this conversation is the major purpose of their new brand campaign. This campaign is a platform for discussion – and perhaps some provocation. They seem to recognize that it takes courage to express a new type of masculinity – a masculinity that is, perhaps, different from the idealized versions of masculinity that have existed for so long. With a deep respect for this courage, Zegna, a brand rooted in tailoring and fine craftsmanship, is also embracing an idea of masculinity that is fluid, sensitive, and unequivocal.
Two-time Oscar winner Mahershala Ali along with the talented and multifaceted artist Nicholas Tse star as the global faces of the campaign.
|Credits: Zegna, RBL|
#GIVINGBACKMAKESAMAN Giving back has always been a part of the Zegna mission. Following the launch of the campaign, Zegna has designed a #WHATMAKESAMAN t-shirt, to be sold in all Zegna boutiques. Proceeds from the t-shirt sales will support Cesvi in its mission of protecting and educating vulnerable children, a cause that wholly aligns with the humanitarian underpinnings of Zegna’s global vision. Cesvi is one of the largest and most prominent humanitarian organizations in Italy. Working across the globe, Zegna’s commitment will work to build a new meaning of masculinity through education. This new partnership called – From A to Zegna – will provide a variety of educational programs that aim to challenge stereotypes about “manliness” and nurture a distinct sense of humanity in the world’s youth.
The project From A to Zegna will operate in several countries in partnership with Cesvi’s Houses of Smiles. Conceived and built to create ad hoc educational modules, From A to Zegna aims to promote positive behavioral changes among youth around the world. It includes workshops on peer-to-peer communication, group discussions, and collaborations with local universities focusing on healthy interaction, all of which are part of a global conversation that Zegna is undertaking about the concept of modern masculinity. These educational programs are based on a community’s unique, local needs, which will allow for tangible actions to be taken that reflect an individual community’s values. It’s a global approach operating on a local level, grounded on one simple idea: we must respect the local culture while at the same time nurturing its development.
Several projects will be conducted all around the world with local partners in different countries, among which Italy, Perú and South Africa, all with the aim to encourage younger generations to be thoughtful about a new idea of masculinity in today’s society.
The ethical principles of social responsibility and a sustainable approach towards community are fundamental principles of both Zegna and Cesvi. The partnership will be through Fondazione Zegna, the Zegna family philanthropic arm, which embodies the founder’s vision and operates both locally and internationally on matters related to sustainability and culture.